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The Business of Branding: Websites Aren't Built in a Day
In the many years I have worked with law firms on the design and development of their websites, inevitably someone asks, “So, how long is this going to take?” Most often, this question is followed by an overly ambitious date from someone at the firm as to when they would like to have their new site up. More often than not, that date is simply unrealistic and while someone informs them of that, they never quite seem to hear the real answer to the original question.
So, why is there this disconnection? Why do law firms assume that one of their most important marketing communications tools can simply be designed and developed in a few short months? Effective websites take foresight and strategy. I'm not talking about solo practitioners and small local firms that can easily get by with the use of a creative website template. I'm referring to those midsized law firms with 50-plus attorneys that have a more sophisticated buyer of legal services as clients, principally in-house counsel and business owners. This audience of law firm clients are busy people and they are coming to your website because they have a problem that they need to have solved. They want their problem fixed effectively and efficiently, and they want to find the right person with demonstrable experience to handle their issue. Law firms with websites that appropriately and strategically distinguish themselves from their competitors are quickly learning that they gain an edge when they take the time to thoughtfully redesign and update their websites.
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